Marketing Guide

Intro

2 TIKTOK MARKETING GUIDE

With its mission statement of “cap- SentiOne specializes in online trend
turing the world’s creativity, knowl- discovery and social media analyt-
edge, and moments that matter”, Tik- ics. As such, we felt obliged to pub-
Tok quickly became the destination lish this guide the moment we add-
for short-form mobile videos. With ed TikTok support to our platform.
its continuous feed of 60-second, This guide aims to bring the TikTok
platform-curated content from wildly phenomenon closer to business —
innovative influencers, TikTok makes brands, agencies and marketers.
creating, editing, and consuming We will show you how most creative
short-form video extremely easy and brands use TikTok, how challenger
addictive. However, is it a suitable brands managed to skyrocket their
channel for business? reach, and how to succeed on this
platform — without dancing and lip
The importance of TikTok cannot be syncing. Finally, every new media has
underestimated. Besides being the to be properly measured and ana-
procrastination tool of choice for lyzed, and that’s where the SentiOne
Gen Z, the app has had a profound platform comes in, with its ability to
impact on sound and culture in the capture 100% of TikTok real time and
modern world — and savvy business- to analyze them in terms of context,
es everywhere are looking to get in sentiment, demographic and reach.
on the action (and money, of course).
The video app may not be a good fit Read this guide to understand Tik-
for every brand — after all, what’s Tok’s algorithm, get inspired by the
the point of advertising on a platform most creative accounts and learn ev-
your target audience knows nothing erything you need to know to include
about? Many businesses, however, TikTok in your marketing mix.
have found success marketing on
TikTok: from Ryanair, through
Chipotle, to the NFL.

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4 TIKTOK MARKETING GUIDE
Table of Contents

Intro
03
Table of contents
05
First protip - 3 golden rules
06
TOP 10 brands on TikTok
08
Second protip - practical essentials
10
TOP 10 locations on TikTok
12
Case Study - how to get 1M likes
14
TOP 10 marketing agencies on TikTok
17
Third prottip - Go viral 19
The importance of storytelling 21
Why & how to measure performance - SentiOne 23

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First protip - 3 golden rules

An active and fun Tiktok presence equals a good brand awareness campaign.
To perform well on the platform, you need to be aware of a few important
things. Here, then, are the three golden rules of Tiktok.​​

Be short — the shorter your content, thebetter. Try to

stay under 20 seconds.

Focus on entertainment —your video is intended to be

fun, not to convey a lot of information. Try to amuse
the audience instead of making them think.

Avoid advertising in your content — your content sho-

uldn’t be about advertising. It should be about the real
face of your company: show off what your product is
about, how your days are going, and who is behind
the brand.

6 TIKTOK MARKETING GUIDE

 “

“The key to TikTok’s success is authenticity, which is extremely

important for younger generations. Brands put heavy emphasis
on it — it lets them present their products in a fresh, compelling
way in an environment native to Gen Z. Authenticity helps them
build a connection between consumer and brand — it’s how we
build engagement, which is a key element of our platform.
It allows us to build up a community that’s invested in itself.”

Sylwia Chada, General Manager TikTok CE

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 brands
on

8 TIKTOK MARKETING GUIDE

 Brand Followers

1 TikTok 62M

2 Netflix 22.9M

3 NBA 15M

4 Nickelodeon 12M

5 Fortnite 8M

6 RedBull 6.5M

7 Duolingo 4.2M

8 ABC News 3.2M

9 Gymshark 3.6M

10 NBC News 2.7M

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10
Second protip -
practical essentials

TIKTOK MARKETING GUIDE

TikTok should be about creativity and originality. Don’t try publishing stock photos
or reusing the same video content from your Instagram Stories on TikTok. Not
only is it not good for your brand image — it will also not work with the TikTok
algorithm, which emphasises originality. Follow these three simple rules to create
unique TikTok content:

Don’t overthink it — Don’t spend time renting a studio,

or hiring make-up artists and producers for your content.
Just pick trending music on TikTok, use your phone and
unleash your creativity. Don’t aim for production values
worthy of an Oscar — TikTok promotes raw and sponta-
neous recordings with witty captions.

Get an idea box — if you have no idea what type of con-

tent to start with, look through trending TikToks. Check
out hashtags relevant to your industry or niche, browse
through sounds that are getting popular, follow success-
ful accounts. To get inspired, spend some time on TikTok!
Ask your colleagues, too — you may be surprised how
many creative ideas can be brainstormed once you ask
for TikTok volunteers around the office.

The simpler the better — Show the real face of your

company. What may seem simple, everyday, and ordinary
for you is all new to your viewers. Capture videos showing
the “behind the scenes” of office life, how your products
are made, and who the people behind your company are.

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12
TOP 10 locations
on

TIKTOK MARKETING GUIDE

 Locations Views

1 New York, USA 114M

2 Seoul, South Korea 106.5M

3 Dubai, UAE 62.7M

4 Jakarta, Indonesia 37.1M

5 Ho Chi Minh City, Vietnam 32.6M

6 Paris, France 27.2M

7 Buenos Aires, Argentina 16.2M

8 Tokyo, Japan 13.1M

9 Bogota, Colombia 12.4M

10 Melbourne, Australia 11M

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 Case Study

KochamLodz
- how to get 1M likes

No marketing communication channel should be feared or taken lightly. Tiktok

is the best example of this. The dynamic development of this platform, which by
many is positioned as “childish” or “for gen Z only”, allowed many brands to reach
a much wider audience. Those brands that noticed its potential have gained a
certain competitive advantage, as there are many indications that TikTok is not a
one-off trend, but a serious and prospective player on the social media market.

Bądź
Stay na
up bieżąco z trendami
to date with trends

Look for non-standard inspiration, also outside your industry

Get inspiration from bigger accounts, but do not copy them

Engage your audience and communicate with them with

easy-to-understand call to action

Take this job seriously, it is impossible to make good content in

the so-called “meantime” among other duties

14 TIKTOK MARKETING GUIDE

Among the brands of European cit-
ies, Łódź was the first one to create
an official TikTok profile and use it
as a main communication channel
with citizens, visitors and wider on-
line audience. It was a non-obvious
step, looking through the prism of
the traditional paradigm of the city’s
communication, but at the same
time consistent with the strategy of
avant-garde solutions that Łódź has
been implementing in social media
for years.

The first videos on the @kochamlodz

profile appeared in August 2019
and one of them achieved in a short
time, impressive for that moment,
100,000 views. Currently, videos on
this channel can achieve over ten
times better results, but it did not
come out of nowhere.

Regularity, diversity of content, con-

tinuous development and encour-
aging interaction with simple call
to action sounds like truisms, but
they are the best recipe for a stable
increase in the number of followers
and for building relationships with
them.

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 “

“The most important thing is not to get discouraged by

stumbling blocks, keep learning and testing new solu-
tions. Million likes are within reach of every TikTok
account.”

Juliusz Lerman - Promotion and New Media

Office, Lodz City Council

16 TIKTOK MARKETING GUIDE

 TOP 10 marketing agencies
on

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17
 Agency Likes

1 Viking agency 3M

2 Socialtypro 336k

3 No Good agency 97k

4 Prism Social 61k

5 MVmarketing agency 42k

6 Brand Boostr 22k

7 Pulp Digital Agency 16k

8 Juv Consulting 16k

9 Truffle social 10k

10 Penny Social 7k

18 TIKTOK MARKETING GUIDE

 +3000 likes
Third protip —
Go viral

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“Need to get on TikTok to increase reach” — if that’s your objective then
this protip is for you. When browsing through TikToks you will quickly see
that one account can produce videos with 5k views and the next video will
hit 5M views. Yes, that is the magic of TikTok, if you get the music, trend,
witty ideas and hashtags right — you go viral. How to go viral on TikTok?
Follow the golden rules and practical essentials discussed earlier, and play
around with some special actions listed below, that will help boost your
views, reach and popularity. P.S Remember to record the celebratory “We
hit 1M views on TikTok” video as well! .

Account takeover — A perfect action to reach more

people. A takeover means that a brand or influencer
takes control of another brand’s account for a period
of time (usually a day) to share content on it and reach
a larger audience. Images, GIFs, and videos can also be
used for takeovers. Embedded links can point to landing
pages on websites, or to a challenge or hashtag within
TikTok. Takeover statistics include impressions, unique
access, and clicks.

Hashtag challenges — Participate in hashtag challeng-

es and then make your own brand challenge. Hashtag
challenges are an integral part of the platform. Whether
you’re discovering the platform as a rookie or you’ve been
using it for a long time, you’re guaranteed to face dozens
of challenges in which you can take part with your brand.
The point of the challenge is for someone to make a video
that others then have to replicate in their own style, even
enhancing it with their own ideas.

20 TIKTOK MARKETING GUIDE

The importance of storytelling -
insights from Industry Expert

When you are watching a movie, you don’t ask yourself if you are watching a long
commercial or just a movie right? You are entertaining yourself with the story
screened in front of you. And somehow, you end up with Star Wars or Marvel
toys under the Christmas tree few weeks after the movie release.
That’s the power stories have on us, that’s the power of entertainment!
As TikTok is not a social media but an entertainment platform, we should apply
the same rules to contents, mostly if you are advertising your brand or products.
If you are a company, a creator or a regular user, the key for success is to be able
to tell a real story.

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 “

“By “real” I mean authentic and strong enough for the

user to stop scrolling, watch it until the end and even
take action (share, comment, replicate or buy). Real,
doesn’t mean true!”

Stephane Matip — Creative Agency Lead, TikTok

22 TIKTOK MARKETING GUIDE

 Why & how to measure
performance -

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23
24 TIKTOK MARKETING GUIDE
How do you evaluate success on TikTok? There are many metrics to look at:
follower count, likes, comments, shares. TikTok analytics go even deeper: they
allow you to measure weekly and monthly growth, total video play time, informa-
tion about who is watching, and more. However, the true goldmine of data and
insights can be only found in TikTok social listening — the qualitative analysis of
comments, hashtags and reach.

TikTok social listening allows you to data-mine comments and videos

for customer and brand insights that go beyond standard dashboard
analytics of likes and shares. And when you go beyond plain numbers,
you’ll learn various factors that motivate customer behavior, sales chal-
lenges, and how your products or services can be better. You also get
insights for more targeted advertising strategies

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Go beyond numbers — analyse
comments, sentiment and brand
mentions

Competition
benchmark on
TikTok

Performance
comparison to other
marketing channels

Customer insights and buying

intent. Product reviews and
placements

Sentiment analysis of comments

mentions and ads.
Brands mentions

Weekly growth rate.

Total video play time

#followers count
#likes #comments #shares

26 T I K T OCKH M
A TABROKTE TGI N
U IGD G
E UIDE
What data can I get from
standard dashboard?

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 These metrics can tell you a lot
about your social impressions and
whether they meet the benchmarks
that you have set for yourself. How-
ever, they do not tell you the reason-
ing behind the numbers. You also do
not know, for example, what is the
common theme in the comments
your post has garnered, and wheth-
Number of followers count
er they are positive or negative,
unless you manually go through all
Number of likes
of them.

Number of comments In a business setting, this can be

an ambitious task, also one which
Number of shares can be rife with inaccuracies due to
human errors and bias. In order to
Number of views gain a complete understanding of
what your metrics means to you in
Weekly and monthly growth rate
terms of business intelligence, you
Total video play time
will need to analyze comments and
hashtags as well. These will tell you
about trending topics and whether
the spikes in your impressions are to
your advantage or there is an issue
that you need to address regarding
your brand associations or advertis-
ing strategy.
WHICH TERMS TO USE?

28 TIKTOK MARKETING GUIDE

What data and insights can I get
with TikTok monitoring?

For advanced TikTok insights, you’ll need to use a sentiment analysis API that provides
text analytics through natural language processing (NLP). With it, you’ll be able to ex-
tract insights from the text in comments or hashtags. As more companies turn towards
influencers to boost their TikTok marketing strategy, it is more crucial than before to
ensure what type of sentiment is prevailing in comments and hashtags about your
brand, and whether your investment in your influencer is bringing in the returns it
should.

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Quantitative and qualitative data

Analysis of public posts with

number of likes, comments,
shares and views

Analysis comments with number

of likes and subcomments

Analysis of content created

by the given author

Sentiment analysis of comments

and ads

Notification whenever your

brand is mentioned on TikTok

Customer product reviews,

buying intent & product placement

Performance comparison
to other channels: Instagram,
Facebook, Twitter

Competition benchmarking

30 TIKTOK MARKETING GUIDE

TikTok social listening can provide you with all the relevant and key insights you
need about market opinions regarding your brand, products, and services. With
these data-backed insights, you can shape strategies to improve your customer
engagement and give your audience a more personalized experience that results
in better sales conversions.
SentiOne sentiment analysis solution, offers the enviable capability of under-
standing users comments, hashtags and brand mentions on TikTok. You can em-
ploy the solution to predict and determine trend analysis with sentiment, predict
sales, monitor hashtags, and even the performance of your social influencers and
brand associations.
 Ready to monitor TikTok
hashtags and insights?
Kickstart your digital marketing strategy by using AI-powered social listening
tool to analyse customer data and insights. Never miss a trend, brand mention
or customer feedback!

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